Boxoffice (Jul-Sep 1938)

operation in design with nationally recognized sound technicians, the Research Council of the Academy of Motion Picture Arts and Sciences, and the Society of Motion Picture Engineers in order that the product would incorporate the best thinking in its overall design? 8. Have they retained proved design features, recognized and accepted as the ideal means to provide superior performance? 9. Does their equipment employ new developments designed to meet industry standards? 10. Is the equipment so designed that current research developments may be added with minimum expense? We refer to push-pull, stereophonic, or post-equalization— developments which have been sponsored by producers and exhibitors who are not content to rest until the best in sound is given to the public. Does It Fit the Need? 11. Is there a model to specifically meet the requirements of your size theatre, at the same time embodying and meeting all the authoritatively recognized system recommendations? 12. Is the equipment design neat, compact, easy to install and economical to operate? Does it provide for operating flexibility, emergency provisions, and serviceability? 13. Does the manufacturer have a na tional sales organization for your convenience in viewing an equipment display? 14. Does the manufacturer provide adequate retail sales facilities for obtaining service, replacement parts, or component units? 15. Do the important components of the sound system, such as soundhead, volume control amplifier, main power amplifier and loudspeaker system conform with the recommendations of the two recognized engineering societies in the industry? "Let Audiences Hear" A Full-House Formula Wise theatre managers are providing their houses with modern, comfortable seats, courteous ushers, and the finest of projection and sound apparatus; but too often they are not giving sufficient thought to that which is most important to the customers — the theatres’ acoustics. The manager who “lets them hear” can be sure of satisfied customers and a full house at more performances — more profits. An accurate analysis of acoustics by competent engineers will suggest the proper acoustical treatment for solving the individual problem. Have you investigated “Simplified High Intensity Projection?” Effects Repairs While Emergency Kit Carries Shoiv A MODERN PROJECTION ROOM IN MICHIGAN Mechanically modern in the minutest detail is the projection plant of the new Monroe Theatre, at Monroe, Mich., a 1,250-seat house operated jointly by j. R. Denniston Theatres Company and Butterfield Theatres Corporation. Simplified high-intensity lamps. Super type projectors and a Mirrophonic sound system are the major elements. Inset — a view of the Monroe’s generator room, housing the latest type of current conversion equipment. (Photos courtesy National Theatre Supply Company, Detroit). ELMIRA, N. Y.— "In the middle of a matinee,, recently, my sound failed” said Fred Schweppe, owner-manager of the Capitol Theatre here. "With everything on, the sound was barely audible. "The regular Altec man here was sick in bed, but Altec had sent another inspector from New York to cover this territory. W. B. Essex was in my theatre within five minutes. Finding our main amplifier was defective, he connected up an emergency amplifier which he carried in his car. Sound was restored so quickly the audience hardly noticed the interruption. While operating on the Altec emergency amplifier thru the evening and night show, the main amplifier and short-circuited filter were repaired. "We saved an entire day’s receipts, a tidy sum that almost equals the cost of Altec protection for a year.” The Altec Service Agreement provides for setting up "performance standards” for your individual equipment. Let an Altec Service Inspector explain how this exclusive Altec Service feature gives your theatre greater protection. ALTEC ALTEC SERVICE CORPORATION 250 West 57th Street New York City Gentlemen: If it means more peace of mind to me to have Altec Service, I'll listen. Without obligation, have an Altec Inspector call me for an appointment. NAME THEATRE ADDRESS CITY 24 “. . THAT YOUR THEATRE MAY NEVER BE DARK.” BOXOFFICE July 23, 1938 47